BBDO Worldwide Singapore launches joint venture with Kult for General Electric

BBDO Worldwide has released a new initiative aimed to extend the reach of GE messaging beyond the industry leaders and tech enthusiasts that make up its traditional B2B consumer audience.

BBDO Singapore leads this project as the content hub for APAC, employing a unique understanding of how to develop clever, compelling content for deployment in social media across markets.

In collaboration with Kult Magazine and their local graphic artists, BBDO Worldwide has found exciting and surprising facts about GE machines and translated them in visually arresting ways, celebrating the power and wonder of GE technology through illustration. Kult showcases these artworks in a special “machines” themed Autumn issue, making use of the hashtag #badassmachines to encourage social engagement and sharing, and extend reach into an audience of designers, makers, and cultural influencers.

Lucy Hurst, Planning Director from BBDO Singapore commented, “We’re thrilled to have the opportunity to activate a new way of working, with the aim of being able to produce in a real-time and responsive way for this extraordinary brand.”

Kult’s primary product is a magazine that will be distributed cross-market to trendy, relevant locations and restaurants. However, this partnership has also produced a collection of digital illustrations and animations which will be drip fed throughout the GE social network, kick starting further conversation about the machines that contribute to today’s society across industries, from aviation to technology and healthcare.

The images will be optimised using the GE network and the magazines will be available for international purchase at the Kult online store, Kult Gallery, and 100 various locations around Singapore.